United Kingdom, June 2026
Which brands lead share dealing in AI search in the United Kingdom?
AJ Bell leads what AI recommends for share dealing in the UK, but 4% of the citations go to affiliate and comparison sites rather than the providers.
A snapshot of who AI is recommending right now, not a fixed ranking.
The exact prompt we asked
I want to open a stocks and shares ISA or general investment account in the UK to buy shares and funds. Which investment platforms are best? Give me a ranked top five of named platforms, each with fees and a one-line reason.
Asked to ChatGPT, Gemini and Google AI Overviews, up to 100 times each. Everything below is measured from their answers.
The short answer
AI engines disagree on the best share dealing platform in the UK. ChatGPT leads with AJ Bell at 76%, while both Gemini and Google AI Overviews lead with Trading 212, at 49% and 69% respectively. The three engines share none of their top five.
How consistent is the answer?
ChatGPT
Gemini
Google AI OverviewsDo the engines agree?
ChatGPTGeminiGoogle AI Overviews
AJ Bell
Trading 212
Hargreaves Lansdown
interactive investor
VTI
Freetrade
eToro
IG
FZROXEach cell shows where an engine ranks that brand. Blue rows are the brands every engine puts in its top five.
Recommendation share of voice
Which brands AI names
Share of runs each brand was named, by engine. Google showed an AI Overview in 93% of searches; its bars are measured over the runs where one appeared.
ChatGPT
AJ Bell90%Hargreaves Lansdown84%interactive investor57%VTI44%FZROX43%Trading 21233%
InvestEngine5%Freetrade4%
Interactive Brokers4%Gemini
Trading 21254%interactive investor54%AJ Bell54%VTI50%Hargreaves Lansdown38%InvestEngine20%Google AI Overviews
Freetrade98%Trading 21287%eToro5%IG3%InvestEngine2%VTI1%Who wins the citations
What kind of sites get cited
This is what AI links to as its sources, which is not the same as the brands it names above. AI often recommends a provider by name but sends the citation to a publisher or affiliate instead, so “First-party brand” means a link to the provider’s own website. Here is the mix by engine.
ChatGPTGeminiGoogle AI OverviewsWhat the answers are really about
The themes behind the recommendations
Looking past the brand names, these are the concepts and buyer intent the AI answers kept returning to for this product. Each finding starts with what the engines foreground, then what it means for you.
UK investment platform answers weigh fee structure and ISA wrappers, judging platforms on cost model and breadth for long-term investors.
Flat fee versus percentage is the key trade-off
Answers weigh capped or flat monthly fees against percentage charges, which favour different pot sizes. Buyers are taught the fee model drives value, which rewards platforms clear about which investor they suit.
The ISA wrapper is assumed
Stocks and shares ISAs and general investment accounts frame most answers. The tax wrapper is part of the decision, so platforms strong on ISA features align with the intent.
Breadth for long-term investing wins
The models favour platforms offering funds, shares and ETFs with good research for buy-and-hold investors. A comprehensive long-term offering outranks a narrow one.
Questions
People also ask
Which brands lead share dealing in AI search in the UK?
It splits. ChatGPT picks AJ Bell, while Gemini and Google AI Overviews both lead with Trading 212.
How consistent is AI when you ask for the best Share dealing?
Inconsistent. The engines agree on 0% of their top five and share no common brand.
What kind of websites does AI cite for Share dealing?
Brand-owned sites lead at 42%, with editorial at 23% and affiliate pages at 22%.
More reports
Other United Kingdom products in AI search
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